Latané Conant, chief market officer at account engagement platform 6sense, who wrote No Forms. No Spam. No Cold Calls., recalls the reaction of the company's top sales executive to the book title. "When our head of sales saw it, he flipped out," she says. "He said, 'Calling is a key part of sales! Why would we tell people not to call?'"
Carl Wiens/theispot.com
Conant does not advocate a ban on the outbound phone calls that sales teams often use to drum up new prospects, but she does want to eliminate the chill. "When marketing does its job...